Did you know there's a "Green Guide" published by the US Federal Trade Commission (FTC)? The guide was last updated in 1998. There has been such a proliferation of green companies and green-washing claims in the ensuing years that updating the guide was actually initiated ahead of schedule. The comment period was closed last fall, and we're awaiting the new version.

A summary of the proposed changes can be seen here. Modifications to the older version will include adding newer terms such as carbon offsets.

Looking at the older version, it's actually pretty interesting reading. Entitled a "Guide for the use of Environmental Marketing Claims", it outlines numerous terms and product implications that might be used to market an alleged "green" product or service, with examples of how the terminology should be used, as well as where it would be misleading and therefore not acceptable.

For example in 260.6, under the category of (c) Overstatement of environmental attribute, one example is: "A package is labeled, “50% more recycled content than before.” The manufacturer increased the recycled content of its package from 2 percent recycled material to 3 percent recycled material. Although the claim is technically true, it is likely to convey the false impression that the advertiser has increased significantly the use of recycled material."Because the Green Guides are administrative interpretations of the law, they don't have the force and effect of law and they are not independently enforceable. However, if a marketer makes claims that aren't in keeping with the Guides, the FTC can take corrective action under Section 5 of the FTC Act, which prohibits unfair or deceptive practices. Their site has a place where complaints can be made, but they wisely recommend researching first to make sure a complainant understands the parameters of what the FTC does and what can be accomplished by filing a complaint.

The site gives a lot of information about the FTC and the areas it covers, of particular interest to me are the consumer protections. Also of interest, if you'd like a current list of environmental marketing cases or copies of individual cases you can call the FTC Consumer Response Center at (202) 326–2222.

Natural Jersey

NaturalJersey.com was created in order to have a place on the web where we can all share the great green & natural health resources in NJ. I hope you find it a never ending resource when you're looking for health-minded local businesses.

Please let me know if you have any ideas to make this site even better! - Wendy

Support Natural Jersey

I've been working on this site for a while now and I've come to realize many similar sites require businesses to pay in order to be listed on their site.

Natural Jersey.com will list any appropriate New Jersey resource for free. Otherwise, how could it be a thorough resource for you?

Since there are no initial listing fees most of the work is done for free; any donations to enable me to spend more time on the site are appreciated. But wait, you don't need to donate at all. You can support the site in other ways.

One way is simply to use the site, and tell your friends about it. Come back often, as I'm constantly adding and updating the information.

Another important way is to be sure to tell any businesses you visit as a result of seeing them here that you found them on Natural Jersey.

Lastly, you can support Natural Jersey by making any purchases you would be doing anyway through the links on the site. Hey, if you're ordering from Amazon anyway, why not support New Jersey businesses in the process. When you order through these links a small percentage comes back to me. That means I can spend more time publicizing New Jersey's health-minded businesses, they get more business, and we've stimulated the local economy. Yay! It's a win-win.

I appreciate all the great feedback I've been getting on my efforts. Thank you all for your support! Questions/comments/to be listed e-mail me contact@naturaljersey.com- Wendy